RESEARCH REPORT What is the current state of Shopper?Survey points to a house divided against itself About a dozen years ago, Shopper Marketing was conceived as a corporate, cross-functional business strategy. Our most recent research finds that a solid majority (58.5%) adhere to this fundamental, organizing principle of Shopper Marketing. A significant plurality (48%) view Shopper as a function of Marketing, as opposed to Sales (36%) or General Management (16%). READ MORE
About a dozen years ago, Shopper Marketing was conceived as a corporate, cross-functional business strategy. Our most recent research finds that a solid majority (58.5%) adhere to this fundamental, organizing principle of Shopper Marketing. A significant plurality (48%) view Shopper as a function of Marketing, as opposed to Sales (36%) or General Management (16%).